The Adjust Mobile Measurement Glossary
Welcome to Adjust's Mobile Marketing Glossary, where you'll find everything you need to know for a successful mobile ad campaign, and beyond. New to Mobile Marketing, or trying to broaden your industry knowledge? We've defined everything from User Acquisition to Deep Linking to help you build your knowledge – get ready to learn and dive in!
Deep Linking | Deep Link | Meaning
What is deep linking?
Deep links are a type of link that send users directly to an app instead of a website or a store. They are used to send users straight to specific in-app locations, saving users the time and energy locating a particular page themselves – significantly improving the user experience.
Deep linking does this by specifying a custom URL scheme (iOS Universal Links) or an intent URL (on Android devices) that opens your app if it’s already installed. Deep links can also be set to direct users to specific events or pages, which could tie into campaigns that you may want to run.
Why are deep links important?
Deep links produce a seamless user journey that reduces churn and increases the likelihood of an install. They let you make sophisticated campaigns while providing a better user experience, moving users onto your app in a single click.
Deep links also create the opportunity for easier incentivization. It’s simple to persuade people to try a new experience when a potential prize or offer is sent to them via a retargeting campaign. For example, let’s say you have a music app and want to promote a new album, so you allocate budget to be spent on a popular website. However, you want the user to listen to the sample in-app, not just on the website (where they are only exposed to the album cover). Here you need a deep link to send them directly to the correct page in your app, offering a seamless user experience.
In-app deep linking can significantly increase your conversion rate and retention rate. Deep linking campaigns can be tracked, and provide extra data points on how your campaign performs. If you’d like to learn more about this, you can read up on the effects of deep linking in campaigns here.
What are deferred deep links?
Deep links are a smart way to drive conversions while offering a positive user experience, but what happens if the user is deep linked into an app they don’t have installed? This is when deferred deep links come in to play.
If a user clicks on a deep link and doesn’t have the app installed, they can be deferred to the App Store instead. The genius of deferred deep linking is that when that user installs and opens up the app, they can still be sent to the in-app location where you initially wanted them to land. For example, this could be a specific level in your gaming app, or a page from your product catalog for e-commerce.
Deep linking and Adjust
Deep linking may seem like a challenge, but Adjust can help take care of it. Fortunately, Adjust will detect all those scenarios and use the best strategy to make deep linking functional. You can create deep links, deploy them and track the results in our dashboard. Our deep links also defer, with settings that allow you to redirect users to an app store before being sent to the desired in-app location.
To learn more about deep linking with Adjust, take a look at our full deep linking guide, which covers the process and best practices. You can also read more about deep links with our official documentation, which shares detailed technical information on how our deep links work.